Abstract

The food market is undergoing changes, and consumers 2020 to 2024 are shaping a market segment with unique eating behaviours. Nowhere is the impact of transformative trends that are reshaping the present and near future of markets and populations so pronounced than in food marketing and consumption. Dates throughout 2020-2024 are being pondered in this chapter to explain what makes this current generation tick. It also contains an overview of new innovations and modern changes in products and process, promotional, and marketing activities. This chapter looks at how the strong will, character, and ambition of the new generation are paving new paths in the food industry, leaving outdated practices behind and hitting the reset button on standards of health and sustainability.